first insights into business ocr (835550), страница 22
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W hich were the new markets when the article wasw ritten? Can you th in k o f any new markets today?5 Now read the article again and answer the questions.1 The text contains a lot of dates and figures. What do these dates refer to?a 1897b 1943c 1959d 1972e 19892 What do these figures refer to?a 3:1f 606b 41%-32% ratioc 80%g 28%-33%h $750 milliond $2.5 billioni 720e $112 millionW ork in pairs and discuss.1 When do you think the article was written? Why? Do you think there havebeen any changes since the article was written?2 Do you think the market for Coca-Cola and Pepsi's products has expanded?3 Do you th in k that sales of Pepsi have overtaken sales of Coca-Cola?135135u n it tw e lv eAFIZZ WITH COMPETITIONC o ca-C ola and Pepsi arefighting around the w orldto gain suprem acy innew ly open territory1234OCA-COLA HAS operatedIoutside the U.S.
since 1897,^ ^ / a t first with only marginalcompetition from Pepsi, and in theprocess it has become the world’sbest-known trademark. More thanany other product - even Levi’s orMcDonald’s Big Mac - it is anAmerican emblem*. It is also, aHarvard Business School study hasfound, the second best-known wordin the world - after OK.Today Coke outsells Pepsiaround 3 to 1 outside the U.S. Thedomestic race is closer, with a41%-32% ratio in Coca-Cola’sfavor.
WhilePepsi’s parentchairman Donald Kendall handedcompany makes most o f its profitSoviet President Nikita Krushchevfrom its snack-food and restauranta bottle as cameras clicked: thatgave the company an entree intooperations, Coca-Cola gains 80% ofits operating profit from its overseasEastern Europe. In 1972 LeonidBrezhnev gave Pepsi exclusivebeverage business. Last year’s takein the international soft-drinks racefranchise in the Soviet Union.was $2.5 billion for Coke, vs. $112 5Since the collapse o f the BerlinWall in 1989, Coca-Cola has movedmillion for Pepsi.swiftly to overcome Pepsi’s edge inIn part, Coca-Cola can thank theEastern Europe. Coke claims theU.S. government for its successlead in Hungary, Poland, the Czechabroad.
During World War II, theU.S. military built more than 60Republic, Slovakia, Romania,Coke bottling plants outside theBulgaria and the former Yugoslavia.U.S. to supply American troops.Pepsi is fighting especially hard inThis gave the company a leg up* inthe former Soviet Union where itEurope and Asia once the conflictclaims to retain the lead. Coke,was over. (In the 1943 North Africahowever, now outsells Pepsi bycampaign, General Dwight D.more than 13 to 1 in easternEisenhower communicated in aGermany.military cable* with Washington: 6Pepsi’s strongest recent showingON EARLY CONVOY REQUESThas been in Mexico where theSHIPMENTTHREEMILLIONcompany reports its market shareBOTTLED COCA- COLA, (FILLED)...has jumped from 28% to 33%SHIP WITHOUT DISPLACING OTHERduring the past two years. “ They’reMILITARY CARGO.fighting over every extra case*,”Pepsi got its internationalsays consultant Daniel Caraco o fArthur D.
Little Mexicana. With itsmarketing break in 1959 when then$750 m illion investment Pepsiintends to double plant* capacity by1998.7However the Coke-Pepsi battleturns out, people the world over willprobably drink more o f thebeverages. “ Both companies aregoing to make their products moreavailable. They’re also going tolower prices. That means moreconsutners buying more softdrinks,” says Joseph Doyle, whofollows the industry for SmithBarney in New York City. Theaverage American consumes 720Lo f soft drinks a year - more softdrinks in fact than water.
NonAmericans have a long way to gobefore they reach that level - andthat would translate into boomingbusiness for the two giants.* e m b le m : symbol* le g u p : some extra help* cab le : cables were used to comm unicatebefore telex or fax* case: container* p la n t: factoryT im e m a g a z in e136136CompetitionVocabularyWord group: competitionI Do these phrases describe the stronger or the weaker competitor?to claim the leadto outsellto gain supremacy2 Complete this sentence using the phrases from the box.Both Coca-Cola and Pepsi w ant to 1 __________________________________________ in the race, to 2 _______________ the rival's products in orderCompound nouns and adjectivesCompound nouns and adjectives are words made up o f tw o parts.I Work in pairs.
Underline the fo llo w in g two-part words in the text.a best-known (para. 1)d overseas (para. 2 )b trademark (para. 1)e soft-drinks (para. 2 )c snack-food (para. 2 )f chairman (para. 4)2 W hich ones are adjectives and w hich ones are nouns? W hat does eachword mean?3 Use each compound word to complete the sentences.1 Global companies have m a n y_____________ branches.2 Nestl£ is well-known for its _____________ operations.3 The U K _____________ sector is growing rapidly.4 A _____________ is a symbol used by a company to identify and advertiseits goods.5 OK is th e _____________ word in the world.6 The_____________ is the most senior person in the company.Cross-culturalComparison1 Is Pepsi or Coca-Cola more dom inant in your home market?Can you th in k o f reasons why?2 W hat tactics do they use toincrease sales?3 W hat other very com petitivemarkets are there in your country?(e.g. chocolates and sweets, fastfood). W ho are the m aincompetitors?4 Do you th in k these companiesbehave responsibly in the ir attem ptto outsell th e ir competitors?u n it tw e lv eListeningI12.3a Listen to Keith Jackson talkin g about com petition in a globalmarket.
Note the definitions o f three strategies fo r becoming a marketleader.1 Cost focus_________________________________________2 Differentiation _________________________________________3 Innovation_________________________________________2i2.3b Keith talks about the strategies o f different companies sellingsoft drinks. Listen and complete the table.COMPANYSTRATEGY41 SafewaySupermarket brand colaH OW THEY EMPLOYED THE STRATEGYTesco>SainsburyJcost focus2 Tangodifferentiation3 Virgin Colainnovation312.3c Keith talks about problems for companies who compete in theglobal market place.
Make notes about McDonald's under the fo llo w in gheadings.1 Q uality:________________________________________________________2 Local culture and customer expectations:_____________________________3 Marketing:______________________________________________________4 The product:____________________________________________________Language FocusTwoPresent perfect: unfinished pastCoca-Cola has been the num ber one soft drink in France since 1966.
In otherwords, it has been the market leader for around 40 years. Today, Frenchconsumers drink an average 88 servings of Coca-Cola products each year.We use the present perfect to focus on an action or state w hich started inthe past and continues up to the present.1 Is Coca-Cola the num ber one soft drink in France now?2 Is the company a market leader now?3 Circle which tim e markers we use to show:a the starting point of the action or state?for/sinceb the period of tim e between the start of theaction/state and now?for/since4 Which tim e marker do we use w ith each of the following?a 1967b a long tim ec DecemberG ra m m a r R eference p ag e 1 5 2138138d three weekse a m onthCompetition UPronunciationTw oLanguagePracticeWeak form of fo r Д э/12.4Listen to these three sentences.
How is the tim e marker fo rpronounced? Practise saying them the same way.1 W ork in pairs. Complete each sentence w ith the present perfect o f theverb in brackets and a tim e marker - fo r or since.1 Coca-Cola (have)______________bottling plants outside the US_________World War II.2 Pepsi (be)_____________ successful in Eastern Europe______________ 1959.3 Pepsi (have)______________an exclusive franchise in the Soviet Union_____________ 1972.4 Coca-Cola and Pepsi (be)______________in co m p etitio n ______________many years.5 Coca-Cola (outsell)______________Pepsi in many Eastern Europeancountries______________the collapse of the Berlin Wall.6 Supermarkets (produce)______________their own brands of cola_____________ the last decade.7 The Coca-Cola recipe (not change)___________________________ 1886.2 Cable & Wireless is one o f the w orld's leading suppliers o ftelecom m unications services.Use the prom pts to w rite a paragraph about the company.• C&W - maintain a presence in the Arabian Gulf - 1870, and today viewsthe region as one of top growth potential• C&W - operate - Asia - over 100 years• In the Caribbean C&W - supply international connections - over a century.They - run - domestic as well as international systems - 1980s• C&W - operate in the UK - the 1980s3 W ork in pairs and take it in turns to fin d out more about your partner.Example:'Are you working a t the moment as well as studying?''Yes, I am.
I work for ... ''H ow long have you worked there?''For about three months/since January.’Ask about:• work (where? how long?)• where he/she lives (where? how long?)• hobbies he/she has (what? how long?)• study English (how long?)139139u n it tw e lv eW r it in gPreparing for a job: CVs and interviewsYou want a job. Answer the follow ing questions.How do yoo give you,selfa c o m p e t jt jv e e d g e ?4-67-9You have made a good start, but you still need to do more work to stand out from the competition.You are in a strong position to get a new job.I W hatever your score in the quiz, your CV can put you in a strongposition.Your CV should be.......................................«w ord-processed• laser printed on good quality paper• no longer than tw o pages of A4 paperYou should include:1Personal detailsThe employer wants to know who you are and how to contact you (essential information only).234EducationWork experience Don't just describe the jo b - stress what you achieved and what you learnt, jPositions of responsibilityIf you do not have a lot of w ork experience, this section will show employers your potential.5 Skills Be positive about your ability - never undersell your experience.0Interests Stress any significant achievements related to your interests.7Referees• Current students and recent graduates should choose an academic referee and a personalone (this could be an employer).• Get your referees’ permission first and tell them what you are applying for and what youwould like them to stress in a reference.140140Competition■2 Read the advice on page 140 and look at Melanie Henderson's CV.Following the guidelines, prepare your own CV.curriculum vitaePersonal DetailsMelanie HendersonPut your mostrecent studies first.Date of birth3 .11.1978EducationD on't go too -farback in time o r leaveany gaps.Address99 Newlands ParkLondonSE30 8 UJTel: 0171 256501 9 9 7 -p re s e n tDegree in French and Film Studies, University of LondonDegree performance to date: 2.1Specialist subjects: British Cinema, The Narrative Technique1992 -1 9 9 7Royal Latin School, Aylesbury4 A Levels: French (B), German (C), English (B), Film studies (A)7 GCSEs: French (A), German (A), English (A), History (B), Art (A), Maths (B),Economics (B)Work experience1999Put your most recentexperience first.Give more detail aboutmore relevant experience./Hiss this sectionout i f you haven’thad a position o fresponsibility.Don't ju s t listyour interests add a few details.Give two referees.Information Officer, Futuroscope, FranceResponsible for dealing with enquiries in a busy office, responding to 2,000enquiries a week.
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